Legal & General has ended its search for a direct marketing
provider by splitting its pounds 12 million business between Craik Jones
Watson Mitchell Voelkel and CMB.
The two agencies emerged triumphant after a pitch which also included
Rapier, DP&A and OgilvyOne.
The review began in February and, as a result, the incumbent of three
years, Evans Hunt Scott, resigned the business and refused to repitch
(Campaign, 26 February).
Legal & General’s business now falls under three separate banners. The
investments side is handled by WWAV Rapp Collins, whose relationship
with Legal & General - which also includes the media planning and buying
- was unaffected by the recent review. CMB is part-owned by WWAV.
The remainder, which consists largely of insurance products, has been
split down the middle - a change from when EHS handled the entire
It is thought that Craik Jones will handle the general insurance
business, believed to be worth in the region of pounds 7 million. CMB
will handle the term assurance strand, worth about pounds 5 million.
Neither David Watson, the Craik Jones managing director, nor Jonathan
Clark, managing director of CMB, would comment on the appointment.
The term assurance advertising will consist mainly of national press
work, and the general business will use the national press, direct mail
Legal & General has been growing the direct-selling side of its business
since it launched into the sector three years ago. This now accounts for
around 10 per cent of its total business.
In tandem with direct-selling, Legal & General has been concentrating
more of its marketing spend on below-the-line activity.
Legal & General’s ad agency of record, J. Walter Thompson, is unaffected
by the review.